Cannes Lions
MPC, London / APPLE / 2018
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Even for those of us that don’t yet have the iPhone X, we know about its facial recognition technology – Face ID is a secure and private way to unlock your phone. But imagine to possibilities if your face could unlock all of the locked-up things around you? That is what Apple set out to demonstrate in its iPhone X “Unlock” film. The spot features a female high school student using Face ID for the first time. After she unlocks her phone, a whole world unlocks around her. Anything that was previously locked, she can now open with just a glance throughout her school– lockers, doors, a gymnasium supply closet and even a science lab with test animals inside. After an almost telekinetic spree on her high school, a friend’s text brings her back into reality. She is pulled back into her phone, and again, unlocks it with a look.
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